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In the year 2021, Burger King fast food chain recorded total revenue of approximately $1.8 billion worldwide.
It is recorded that the brand has 19 thousand restaurants around the world, and the vast majority were franchised.
The fast food brand continues to bet on innovation to attract its consumers.
There are many brands that are updating their products and surprising their customers with new releases. This is the case of Burger King that came to the market in Thailand with a new hamburger that has 20 pieces of cheese and its striking feature is that it is meatless.
In today’s market, specialists indicate that the design and launch of new products is essential for a company to be competitive in a constantly changing market. And although carrying out this action involves risks, since they can be reduced to acceptable levels if an adequate methodology is applied.
According to ITENE data, each year some 10,000 new products are launched on the market, where 90 percent fail in the first three years. And only 10 percent of products are successful, which is why the launch process is of great importance.
According to the study “Buying Preferences for New Products”, brand familiarity is one of the main keys that influence consumer purchasing decisions. While Nielsen data reflects that 60 percent of global consumers with Internet access prefer to buy new products from well-known brands rather than switch to a new brand.
Burger King and its only cheese burger
As a way to innovate its menu and please cheese lovers, Burger King in Thailand has launched a new burger that will meet these goals.
One of the fast food giants has caused a stir this week with its latest offering, “The Real Cheeseburger”, which is a burger without meat or condiments, and 20 slices of American cheese, and accompanied with a sesame seed bun. .
This new dish, which will only be available at Burger King Thailand, surprised fans of the franchise with a post on social media.
“This is not a joke. This is real. The real cheeseburger is full of flavor for cheese lovers,” the brand wrote on Facebook.
It was learned that this new menu was launched at a price of $4.70 (89 Mexican pesos), and since its announcement on networks, the product has gone completely viral in that country.
But not all impressions of this new burger are good, as most customers who have tried the burger and then shared their thoughts online have expressed what they thought.
As well, in a damning review of The Real Cheeseburger for Lifestyle Asia, reporter Eric E Surbano admitted that two bites “was all I could take before throwing it away”.
“It stinks… It’s horrible. It’s not really surprising that it’s bad. It’s literally hamburger bun, 20 slices of cheese, and hamburger bun. There is no sauce,” she wrote.
“It was as disgusting as you thought it would be: dry, a shock to the digestive system, and literally a thousand calories of unnecessary processed cheese. That’s another thing: for something called a ‘Real Cheeseburger,’ there’s nothing real about any of the cheeses here.”
Surbano also added that the experience left him wondering “why Burger King believed in this other than the viral aspect.”
So far this hamburger will only be available in that market, since the brand has not announced its expansion to other franchises in the world.
There are many brands that are betting on launching new products in their catalogs, so as not to go too far from the competition of this fast food brand, McDonald’s also surprised its fans with a new special combo for weddings.
In summary, brands are increasingly betting on surprising consumers with their products and services and with that they leverage themselves on social networks with a viral publication.
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